A near-fascist take on how coffee should be prepared if you don't want to anger the coffee preparation authorities. While it's not quite over the top enough to be funny, there's a fun Easter egg: one of the carafes being used is the same one being designed and manufactured by Corning in "American Women: Partners in Research," available elsewhere on the site.
October 18, 2011 Subject:
This is Coffee (well in 1961 it was)
A great 12 minute look into the coffeesnobs process of 1961. Much of the process has changed in the last 50 years and now you would never use boiling water to make coffee (just off the boil is much better).
Interesting to see the Cona and many of the brew methods that have been redicovered in the last few years too. Everything old is new again if you wait long enough!
Well worth your 12 minutes to watch it if you love coffee.
April 30, 2010 Subject:
i love coffee
I love the last few moments in which it describes all the great times to drink coffee, especially in times of romance.
Reviewer:mother nyx -
August 6, 2009 Subject:
Fun little film
The first time I watched this I laughed so hard my husband came back into the office to see what was up. A very cute slice of early 60's Americana, the final years of that magic age in which everyone owned a white house with a picket fence, stayed married forever, had 2.5 kids, a dog, a doghouse and a grill that was the envy of the neighborhood. And yes, I agree; that voice...sounds...like Shatner's!
Now if I could only find one of those CBI measures, my life would be complete.
April 1, 2009 Subject:
I'll take mine with a dash of cream and two sugars,please.
March 9, 2008 Subject:
Mmmmm! My drug of choice!
This is obviously made by a consortium (conspiracy?) of coffee business folks. Still, I can get a caffeine buzz just by watching this! One of my favorite industrial films.
October 3, 2007 Subject:
About 1960 maby earlier, "Coffee brewers institute" offered classes in coffee brewing. I was nite mgr. at Hodys resturant, n.w. corner Hollywood & vine in Hollywood, Ca. Upon completion of instruction, we were awarded a 1/2 gold colored coffee cup and hung it over the enterance to the bar. Tap water should be fit to drink. Never boiled or perked. 210 degrees. No more. Fresh coffee in a can or bag is near unatainable unless you find fresh roasted beans & grind 'em yourself. To test, take a pinch of coffee and roll it between thumb and forefinger. You should feel the oil. Second test, place a hot cup of coffee across the table and you can see a thin film of oil on the surface. When we all started to send the stale coffee back to the merchants, they declared war and stored all fresh coffee until it was stale. NO standard brand is fresh. I saw NOTHING in the movie to impress me. Coffee is too beautiful to be treated with so much disrespect...
July 30, 2007 Subject:
Coffee? I like coffee!
Is it just me, or is William Shatner narrating this?
I'm pretty sure all of my coffee scoops are approved by the Coffee Brewing Institute. If nothing else, they help me to make delicious coffee. Mmmmm. Coffee.
I agree. Once the delicious coffee is gone, all that remains is bitterness.
August 16, 2006 Subject:
Excercises in futility
This is one informative clip... I've never before heard of this Coffee Brewers Institute Also, all these years I blamed the poor coffee percolator and its nasty habit of regurgitation for making foul, bitter muck from coffee grounds. Alas, The Coffee Brewers Institute has corrected the error in my thinking. It was my non-Coffee Brewers Institute-approved coffee scoop thats been at fault all these years!
Now, if only I could find one of those approved scoops...
Great video. I am an avid coffee drinker,drink virtually the entire day and night. It has never affected my sleep as it does with some people. I cant imagine reading,watching a movie,surfing the net,or anything without my trusty,steaming cup of Joe! I swear,while watching this clip I could detect the delicious aroma of freshly brewed coffee.
Reviewer:Charles Dill -
May 11, 2006 Subject:
Enticing even for tea-drinkers
Made me miss drinking the nasty stuff.
Didn't mention espresso method, but covered all other methods in loving detail.
Classically lit and shot. The romantic settings were hilarious!
March 26, 2006 Subject:
Wake Up and Make the Coffee
The film opens with a woman in a sleep mask awakened by the alarm clock. Ominous music plays as she stomps downstairs in her bedroom slippers and makes a quick pot of coffee. A male narrator sneers, ÃÂÃÂIs this coffee?ÃÂÃÂ He sounds like one of those hyper-critical husbands from the Folger's coffee commercials. It turns out sheÃÂÃÂs doing it all wrongÃÂÃÂpouring the water straight into an old aluminum percolator and measuring out the coffee with a kitchen spoon. Instead, she should be measuring out the water and using a ÃÂÃÂcoffee brewing institute measureÃÂÃÂ for the grounds along with a fancier coffeepot. A pair of female hands demonstrates the proper way to make coffee in different kinds of pots. The film makes a point of telling viewers not to re-use coffee grounds; there were still Americans who hadnÃÂÃÂt given up their thrifty Depression-era habits. The film ends with scenes of coffee in different settingsÃÂÃÂby a secretaryÃÂÃÂs typewriter, a menÃÂÃÂs business lunch and a romantic candlelight dinner. We never see the peopleÃÂÃÂs faces. What ever happened to the groggy woman in the sleep mask? Is she the secretary? Or the lady on the date? Maybe sheÃÂÃÂs still in the kitchen, happily drinking coffee from her old percolator oblivious to the scorn of the Coffee BrewerÃÂÃÂs Institute. Since this film was made in 1961, sheÃÂÃÂs probably also enjoying a morning cigarette.
March 25, 2006 Subject:
The romanticization of coffee
This highly entertaining and informative film discusses the types of coffee prevalent in various cultures around the world and then devotes itself to demonstrating numerous methods of preparing the drink through the use of different coffee pots. It won't take long for the viewer to realize that the narrator is absolutely transfixed by the qualities of coffee; he employs incredibly flowery language and repeatedly uses the word 'perfect' to praise the beverage. Relaxing music plays throughout the film and is appropriate for the topic being examined.
You will want to drink a coffee after you ve seen this...
July 16, 2005 Subject:
GREAT overview of coffee here, how it's grown, how it's made around the world and dammit, how YOU should make it! Remember, 3/4 cup for every cup made! An approved scoop from the Coffee Institute helps too! The narrator sounds like he's on the edge of orgasm here. I loved this piece! This is a MUST SEE on this site.
September 6, 2004 Subject:
Perfect Coffee...Perfect Coffee...
Reviewer:Steve Nordby -
October 26, 2003 Subject:
"All that is good has been extracted ... all that remains is bitterness"
I never knew there was a "Coffee Brewing Institute" but I'm willing to be institutionalized and wrestle open "the closed fist of the bean." A more stylized film than "Time for Coffee," with emphasis on the consuming instead of the growing and selling.
Shows the growth of coffee, its care and the steps involved in processing it.
Ken Smith sez: A loving tribute; shows where coffee comes from, how it's served in different cultures, and how to make a perfect cup using various brewing methods. The narrator gushes about the "incomparable goodness of coffee" and reminds us that "coffee helps start the day with warmth and vigor." "Coffee is always the perfect companion!"